You have an awesome idea to improve product packaging. You feel the pain of the people who work for you and your peers (not to mention your own pain). You’ve got an idea to help digitize the packaging process by introducing a process change or a technology change, but every time you think of bringing it up to your boss, you’re at a loss for words. What to say?

Brand leaders know the power of connection. A consumer’s connection to a brand is a powerful driver of trial, purchase, loyalty and advocacy. Connection is maintained through consistency and relevance.

Data and insights on what shoppers like helps fuel innovative product designs with strong value propositions, but knowing how shoppers want to receive products is also a critical piece of the story. For example, shoppers are constantly gathering information when it comes to food and beverage packaging and with the rise of smartphones, shoppers are becoming curious about how they can use their phones to get more value out of packaging.

In this edition of Pack Snacks, Ashley Sellers speaks to X-Rite’s Ray Cheydleur and Cindy Cooperman about brand standards, AR and the revival of the frozen food aisle.

If you search Google images for athleisure or workout apparel, some surprising sayings might appear: “no-shower happy hour,” “ride and dine,” “bootcamp and brunch” and “sweat and sip.” Today’s consumers love to work out and seamlessly move to social and personal activities that, if done 10 years ago, would have required “freshening up.”

When the internet connection on your mobile phone is spotty, you’re irritated. When your Spotify music app won’t connect to your Bluetooth wireless speaker, you’re annoyed. If Amazon.com is down, you roll your eyes. With modern day conveniences and the advancement of technology, you expect nothing less than a seamless experience.

As the Millennial generation continues to increase their buying power, they also prefer to purchase products from brands that have sustainable manufacturing methods and ethical business standards. According to a Nielsen study, Generation Z is also willing to pay for products and services that come from companies who are committed to positive social and environmental impact—up from 55 percent in 2014 to 72 percent in 2015.

The archetypal tale of David and Goliath is unfolding between small craft or start-up brands (David) and large fast-moving consumer goods (FMCG) companies (Goliath). In a recent Financial Times article, Bain & Company stated that these Goliath FMCG companies experienced 7.7 percent growth from 2006- 2011, but only .7 percent growth from 2012-2016. And according to a New Product Innovation Report, Nielsen states that of over 60,000 new SKUs introduced in Europe in the last few years, just over half (55 percent) made it to 26 weeks.

What can we learn from an early American businesswoman about the economic value of gaining insight into your packaging supply chain? Step across the narrow, 18th-century threshold of Betsy Ross’s operation in Philadelphia with me...